OPEN

When Steve Rubel wrote a post last month about how to read some books for free via Google Books, he explained his motive for writing the article in part by saying "I am in the mood to get digged".

I know. Sounds dodgy, doesn’t it?

What he meant was that he wanted to get his post picked up by the uber-geek blog’n’news aggregator Digg. If you haven’t come across it yet, readers of Digg suggest stories and nuggets of information they’ve found on the web, which are then vetted and voted on by other readers before being posted to the main site.

Whilst reading an excellent presentation by the Bubblegeneration consultancy (download here) called The New Economics of Media I was reminded of the importance of aggregators in the evolving media world. As content and distribution networks become respectively more fragmented and complex, the ways that we navigate and gather media content will become ever more important.

The owners of EPGs and blog/news aggregators will become influential gateways to the attention of audiences we want to speak to. Our corporate content will need to be adapted with aggregators’ guidelines and tastes in mind in order to compete for audience attention.

One day, as I say, we will all want to get Digged.

: : Thanks to James Cherkoff for the link to Bubblegeneration, by the way.